MIKE PELLERITO, was recently named the new Managing Editor of Archie Comics. In addition to looking over the Archie universe he also editĂs some of Archie Comics most popular titles,
This column came about after having very few avenues to promote and find out about All Ages and Younger Reader Comics and Graphic Novels. Most knowledge seems to be passed along by word of mouth, so this is in the sprit the column is written. Now, sit back and join in the conversation!
To learn more about any of the above-mentioned projects please visit Archie Comics.com
WHOSE FAULT? PLUS: Amelia Rules! Charity Art Auction & The World of Quest
WHOSE FAULT? 
Well, when we get right down to it, its all your fault. If you are a store owner, a creator, mail room clerk at a comic company, a person who reads comic, a person who used to read comics, a person who doesn’t read comics, a person who has never read comics ever, and you with the ugly shirt, especially you! Find out what you did wrong, because after all it’s my fault too.
The topic of who needs to do more to help comics comes up quite a bit. Retailers take a big brunt of it, unfairly, and a lot of that is because of positioning. They are in the enviably, yes enviably position of being within earshot of readers and publishers alike. Enviable because with more information you have more power to do things better. I’m of the belief that the comic shop retailer has enormously more power to help and change the industry than given credit. A good store can change a community into a comic community, for all audience. Zombies, the capes, comedy books and even some highbrow sequentially illustrated novels.
The stores also need some help from creators and publishers. This week’s column came out of an exchange between an industry friend (who shall remain anonymous) and I kicking around ideas. Granted, we solve nothing, but at the end there is something that could help. And away we go:
The general gist (of which I agree) is that movie studios, record labels and television networks do the bulk of the promotion & marketing and don't rely on the movie theaters, record stores or local affiliates to sell the product to the masses until they set foot within the stores/theaters etc. In comics, it seems flipped.
If the record label waited for the local Harmony Hut to promote Van Halen, David Lee Roth would be as broke as I am...
If Paramount waited for AMC theaters to promote Transformers, the movie wouldn't have grossed several hundred million dollars worldwide in it's first few days.
If FOX waited for KTAZ to promote LOST, it wouldn't take in a tenth the advertising dollars.
I won't go any further, as I'm sure I'm preaching to the choir and you get the point...
Comics will never be big business again as long as the bigger businesses involved continue to pass the buck.
Oh well, what can us little guys do?
And now for yours truly and a rambling reply…
Get it and I don't. It is a bit of apples and oranges in terms of distribution and product.
The rules are the same and have been for years. But still some stores do not know or do not stock the store with all ages (or general public) stuff at the front door. I'm 6'3 and have been in stores and seen alphabetically stacked books like Archie, above my eye-level. What is a kid 3’6 supposed to do? Float?
Other stores practically hand you a comic before you have a chance to ask. Then suggest three as if mind reading. These are the stores people walk out of with a bundle of comics and happy as can be.
Comic stores by nature, as is any specialized anything, can be closed off. In a lot of ways it is a club. This has nothing to do with the people who run the stores. Go into a sewing store. Same thing. It is the nature of the beast for a specialty store to have hard-core people in the store chatting it up with the clerks. It is awkward for adults to be the odd man out, even tougher for a kid.
TV can promote TV shows because they control the distribution. Every Monday at 8, short of a massive problem the material will be where advertised. The advertising rates pay for the show since there is technically nothing to "sell". Once the actual product is available (DVD's) an audience of a million or more has already been advertised too.
The stores that sell the bulk of TV show DVD's like Best Buy are massive stores with huge promotional budgets themselves. The stores and the studios both promote the product. The comic shop is a mom and pop type store, not a massive retailer like Wal-Mart. 3000 or so comic stores total. If a small company like Moonstone, Gemstone, Dark Horse or Archie spent a $3000 on each store for promotions of their product in that store would anyone make the money back? Do those companies have 3 grand in merchandise to sell? And what do you spend your promotional money on?
The new DVD of the Archie TV shows was advertised in all the usual comic spots and Entertainment weekly several other magazine and web similar sites. Doubt most comic store would even carry them. And why should they, to compete with pricing like a Wal-Mart would be a bad move for a smaller store.
Music a lot of their promotional practices were found to be illegal due to bribes to radio stations to play certain songs a little bit more. Beyond that traditional radio is free. A song will be listened to millions of times in our lives, a comic is read maybe a couple. The business models are different, because the entertainment is different.
Free doesn’t always help comics. Just recently at a store signing the store didn't feel it necessary to order ANY Sonic and a handful of Little Archie FCBD. Two books all new material. The store did not even bother to personally inform (even a little note) all of the Pull List customers of Archie and Sonic that anyone from Archie would be there.
We brought in extra copies of both titles and posters for free. At the end the store grabbed the leftovers and whispered to each other we can sell this to the customers when Archie leaves. This was after giving out hundreds of dollars of merchandise in raffles. Granted most stores are nowhere near this bad, but still it is frustrating.
The recent “new look Betty &Veronica” received more publicity than any event except maybe Capt. America. Today show, Regis and Kelly, tabloid papers like the Star, every major newscast and newspaper internationally had at least a mention of it. Not to mention all the usual comic news sources, print and other media. To pay for that kind of coverage would have cost at least a fortune between airtime and print space if it were ads. 
The books were overprinted and Diamond had plenty on hand and no problems reordering. Unlike the Capt. America situation. This was not a hidden or secret event.
The comic store that had the issue by the registers did well. Other shops that didn't promote it themselves (by promote put a stack at the register) and take an active interest in there own products - lost out. If something is not available as easily as possible, no amount of promotion will help. People will go elsewhere.
Certain characters Archie, Spider man, Superman, Scooby Doo, Batman and the like are household names. These are the type of characters that grandmothers, kids and the rest in between know. Putting that stuff at the front of the store just so people can see it does not seem like an outrageous idea. For some reasons stores say they have heard it before but still the front of a lot of stores do not have these things upfront!
The truth of the matter is the new easy way to make money is Graphic Novels. To compete with Amazon on pricing, is not fair. Comic stores will succeed with the best service and the smart people working the stores. And the people who work in the stores are smart, and passionate!
How a store is laid out is important. It is an easy and cheap way to improve a store’s sales. All the promotion in the world will not sell another comic if retailers do not make it very easy to find.
Archie to my knowledge doesn't play games with retailers. They want books, the books are available. Older issues that are in demand are available again. Books are placed on consignment with Diamond. Archie is the best bargain out there with the digests. We offer all new material every FCBD so far. Graphic novels get new covers not some reprint from the issues collected. The binding is good so books do not fall apart after a few reads and so angry customer do not come screaming at the store they bought it at.
The stores that support Archie and let Archie know, have stories written about them. A while back we did something with a shop and all the people who worked there were in the comic, talking to Archie and the gang at their comic store. The comic was sold internationally. The store had a website, their online sales went up. Seemed like a good promotion and a good example of the good things that happen when we work together.
Sorry a bit of a ramble. Although with a bit of reformatting I could use this as a column.
Best,
Mike
Like said, nothing solved. Thought it might spark some positive debate. The comic shop has a lot of power to spark some positive change in the industry. It is not easy and we all need to help.
Not sure if this will help, but any store that sends in there contact info and pictures of their All ages section, it would be pleasure to post the pictures and info! Maybe do a store of the week, or even better stores of the week.
Two cool points of interest this week. This is a very cool book and this next bit is certainly great news:
Hi All,
Well, I only just found this out but the reprint of my book, THE WORLD OF QUEST, VOL. 1, is actually on store shelves now. The publication date was supposed to be this Wednesday the 14th but I guess it was released early. I saw it in the "Children's" section at Barnes and Noble, which was quite the rush! Anyway, please check it out if you get the chance. And here's the ordering information and Amazon link for those of you interested:
THE WORLD OF QUEST, VOL. 1
ISBN-10: 0759524025
ISBN -13: 978-0759524026
Diamond Item Code: SEP07 4082
Best wishes to everyone!
Jason Kruse
This second bit of news is even better. Jimmy Gownley and his great work with Amelia Rules! Has taken up the cause for Veterans (Happy Veterans Day everybody) and it is well worth your time to take a look.
We are pleased to announce that the annual Amelia Rules! Charity Art Auction is now underway!
We have an amazing collection of 22 original pieces of art from:
Dave Sim (Cerebus)
Greg Evans (Luann)
Terry Moore (Strangers In Paradise)
Batton Lash (Supernatural Law)
Jeffrey Brown (Clumsy)
John Bintz (A Moment of Clarity)
Michael Cohen (Strange Attractors)
and
Jimmy Gownley (Amelia Rules!)
You can find a list of items up for bid, along with more about us at: TannRRocks
100% of the money raised from this auction will go to Disabled American Veterans.
This Veterans Day, don't miss this wonderful opportunity to get some rare art while supporting the brave men & women who have served our country so honorably.
As always, we offer a low, flat-rate shipping fee. Email to inquire about international shipping.
For more information, contact us:
jimmygownley@ameliarules.com
k_gownley@yahoo.com
Thanks it for this week. Send any info here: mikep(at)silverbulletcomicbooks(dot)com
As always if you have a great All Ages project let us know.
Check out some new All Ages and Younger Reader comic reads on sale this week:
SEP073361 ARCHIE & FRIENDS #114 $2.25
SEP073364 BETTY & VERONICA DOUBLE DIGEST #156 $3.69
MAY073150 GARGOYLES #6 $3.95
SEP070227 BATMAN STRIKES #39 $2.25
SEP070152 CAPTAIN CARROT AND THE FINAL ARK #2 (OF 3) $2.99
SEP070231 CARTOON NETWORK ACTION PACK #19 $2.25
JUL061683 LIONS TIGERS & BEARS VOL 1 TP $12.99
SEP072275 MARVEL ADVENTURES AVENGERS VOL 4 DIGEST TP $6.99
SEP072206 MARVEL ADVENTURES HULK #5 $2.99
Also, check out some great All Ages comic reviews here at Silver Bullet Comic Books. Thanks to reviewers Penny Kenny, Martjin Form, and Ray Tate!
Archie #579CLICK HERE
Jughead’s Pal Jughead #185CLICK HERE
Justice League Unlimited #39 CLICK HERE
Entertainment for Every Age is © Mike Pellerito 2006-
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